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Agree this before commissioning anything.
| Field | Value |
|---|---|
| Campaign | [Name] |
| Audience | [Who specifically, not "SMEs"] |
| Problem | [What they are trying to solve] |
| Offer | [What they get] |
| Primary measure | [One number] |
| Target | [The value that counts as working] |
| Runs | [Start to end] |
| Budget | [Amount] |
| Owner | [Name] |
One primary measure. Two means you will report whichever one moved.
What has to exist, who makes it, when.
| Item | Channel | Owner | Due | Status |
|---|---|---|---|---|
| Landing page | Site | Not started | ||
| Launch email | Not started | |||
| Three social posts | Social | Not started | ||
| Follow-up sequence | Not started | |||
A deliverable with no owner will be made the night before or not at all.
Filled in after. Compare to Target, not to hope.
| Measure | Target | Actual | Note |
|---|---|---|---|
| Primary measure | |||
| Cost per result | |||
| What we would repeat | |||
| What we would not |
The last two rows are the only part anybody reads next quarter.